New data shows that British wine drinkers pay well above the European average for a mid-range bottle, with prices highest in England and lowest in Wales.
UK ranks seventh for wine prices across Europe
Wine lovers in the UK are paying some of the highest prices in Europe for an average bottle, according to new research from Into the Vineyard, based on Numbeo’s 2025 Price Rankings.
The analysis – dubbed The Pour Index – found that an average mid-range bottle of wine in the UK costs £8, placing it seventh among Europe’s most expensive wine markets and fourth within Western Europe.
At the top of the list sits Iceland, where wine drinkers pay an average of £18.41 per bottle, followed by Norway (£12.70) and Switzerland (£11.21). Across Europe, the average bottle price is around £8, meaning UK consumers are paying roughly the continental norm – but far more than drinkers in countries such as Albania (£7.88) or Estonia (£7.84).
Regional differences within the UK
The report highlights notable price differences between the UK’s nations.
- England tops the list domestically, with an average bottle price of £8.25.
- Scotland follows closely at £7.83.
- Wales offers the most affordable bottles, averaging £7.67.
While British drinkers pay less than those in Iceland or Norway, the UK remains one of Europe’s pricier wine markets, with prices reflecting its reliance on imports and high duties.
Import reliance and consumer choices driving costs
Colin Simpson, wine expert at Into the Vineyard, said the UK’s dependence on imported wine and rising consumer demand for premium and sustainable labels both contribute to higher prices.
“The UK’s position in the global wine market is a fascinating one,” Simpson explained. “Unlike countries such as France, Italy, or Spain, where wine production is deeply rooted in local culture, the UK relies almost entirely on imports. That dependence on foreign supply makes prices sensitive to exchange rates, shipping costs, and taxation.”
He added that changing consumer habits also play a role: “People in the UK are buying fewer bottles, but they’re choosing better ones. The £8 average price tag doesn’t necessarily reflect extravagance, but appreciation.”
Simpson also noted the growing impact of English and Welsh wineries, particularly in sparkling wine, which are helping reduce the UK’s reliance on imports.
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